Pepto-Bismol leverages Olympic athletes to launch new product

CINCINNATI: Procter & Gamble has enlisted US Olympic athletes to promote its new Pepto-Bismol Chewables with InstaCool product, using a message of keeping cool while alleviating heartburn and other problems that might arise while traveling. The effort includes both traditional and social media tactics.

CINCINNATI: Procter & Gamble has enlisted US Olympic athletes to promote its new Pepto-Bismol Chewables with InstaCool, using a message of keeping cool while alleviating heartburn and other problems that might arise while traveling. The effort includes both traditional and social media tactics.

The campaign expands P&G's sponsorship of Team USA for the 2010 Olympic Winter Games in Vancouver by providing athletes with the new product.

"This is around the 'Coverage' campaign, and learn[ing] how Pepto-Bismol is going to help Team USA keep their cool in Vancouver," said Carlos Taveras, communications manager for P&G. "Looking back at Beijing, a lot of the athletes had some problems because of the traveling and the foods. [This is] a product they can trust, they can rely on, to make sure stomach problems are kept at bay."

The campaign, which is being led by P&G PR and Pepto-Bismol AOR MS&L, hosted a media event on November 17, with appearances from figure skater Sasha Cohen, US Olympic Committee chief medical officer Dr. James Moeller, and P&G scientists, explaining the new product and how it works.

"The goal is hopefully to share the story of Pepto-Bismol," Taveras said, in addition to building awareness for the new product. "This campaign with InstaCool is to essentially help people understand that Pepto-Bismol does more than most people think, and now, with this InstaCool, it gives a cooling sensation that signals relief is on the way."

The media event targeted national outlets and bloggers that cover general news, sports, health and wellness, and parenting issues. Online, Pepto-Bismol is using Facebook, Twitter, and YouTube to promote the new product, and sponsoring a sweepstakes where consumers can win a trip to the Winter Olympic Games.